December 19th •
Customers buy your brand, not your products.
Google loves sites that put people first.
Google itself is a brand—learn to follow its lead if you want to stay ahead of algorithm updates.
Growth marketing is the only sustainable way to SEO-proof your site.
Google is built on a philosophy of constant development. In turn, that development is geared towards returning optimum results to Google’s search engine.
At one point, commenting on articles or guest posting was a valuable source of link building, but we’re all aware that those practices hold very little weight now.
All these common SEO tactics are being destroyed one after another.
Knowing this, our search engine expert delved deep into the core of common SEO practices currently circulating and devised a plan that works—a plan based on branding.
Look at all the popular sites in any niche. Be it in the restaurant industry, chew toys for pets, property maintenance or even growth marketing, the sites currently dominating search results are built on one idea:
Every one of their blogs promotes a strong brand. Why is this pivotal?
For starters, Google itself has built a strong brand identity. If the search engine we’re all using to rank is promoting and building itself as a brand, wouldn’t it make sense that its algorithm operates by identifying brands?
Put some thought into Google’s evolution. The internet’s first blogs were mainly personal diaries. Google now indexes and deals with brands from real life such as Samsung, Zara, Honda, and so forth.
Because Google has identified that the online market is becoming more dominant over the offline sphere.
Think about televisions. The standard 40-inch LCD screen is more than enough for watching TV, yet the development and expansion of these devices is groundbreaking. I would go as far as saying that owning the best TV on the market right now could replace the need to visit a cinema altogether, or even going to watch live sporting events.
Google is trying to build a search engine that is almost larger than life, too.
Before Facebook or even Myspace, the best way to socialize was going out and meeting people in malls, community events, the beach—real life.
Fast forward. Now, people are totally dependent on social networks. An entire facet of life has been transferred to the online world. Did you ever anticipate that happening? Probably not, but it did anyway.
Buying products and services online at one point didn’t seem realistic, either. Common practice was that business was conducted in real life following real time, yet one of the biggest sectors in business is now the online market.
Could anyone have anticipated that? Imagine what an alien concept that was 50 years ago—that you could order nearly anything in seconds from anywhere, and have it delivered to your home by the next day or later that afternoon.
Google wants to create an online ecosystem by establishing authoritative, recognizable brands over simple websites.
Would you purchase a phone from a dodgy guy in an alley with booze-breath, or from a reputable store like Verizon? My money is on the latter.
Because Verizon is a company that supplies mobile devices. But more than that, it has properly constructed itself as an authoritative brand in the mobile niche and promotes itself as a brand.
Similarly, Google will promote and rank brands that it recognizes over any standard website, AKA the guy in the alley. Not even EDM (Exact Match Domains) make the cut over established brands.
This system was developed through trial and error, and is meant to eliminate rogue factors negatively impacting your search rankings. At the same time, it puts the stuff that matters front and center—namely, the bits Google and your customers care about.
The core of SEO 2.0:
Branding is essential for your company to stay afloat and thrive in today’s crowded online landscape.
But besides search rankings, a company brand is your identity—it’s what your customers latch onto when they think of your products. It’s your message, your voice, and your image.
Building an elite, respected brand image is the best way to take your company from “the guy selling speakers in the parking lot” to Amazon-levels of name recognition.
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